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By Rebecca Blaho While most classes at the Savannah College of Art and Design focus on the fundamentals of art and design, there are classes that focus more on society while still teaching basics. Graphic design professor Mary Ann Casem is teaching two classes that focus on this subject: Socially Conscious Design for undergraduate students and Social Awareness for Graphic Designers for students at the graduate level. Casem said she created these classes in order to increase awareness among her students of the world in which they live and to show them how actions affect everything else. "I also want to make them aware of how they're being manipulated by politicians, business, marketers and religious organizations (to name just a few)," she said. "I want to shake them up and out of their sleepwalking." Casem said she also feels it is important for artists and designers to realize the potential they have for influencing viewers with their work, " … to show them how powerful they really are, individually and collectively, and how they can use their thinking and artistic talents to give voice to their passions and speak out for those who can't." If Casem's goal was to make students realize their potential as designers who can use their work for the greater good, then she has met her goal and much more, according to graphic design graduate student Isuru Senagama from Sri Lanka. "Mary Ann Casem does a great, passionate job about understanding what design can be used for," he said. "She understands we all need a career and to a certain degree, financial security, but she also stresses the importance of making a positive impact on our society and environment. We have choices, and with them tremendous responsibility." In order to make effective statements regarding current social situations, students must be aware of what is happening. Casem and her students opened themselves to a variety of different viewpoints on a variety of topics, some controversial. Casem exposes her students to these topics and viewpoints by raising issues about politics, values, materialism, commercialism, contemporary culture, traditions, energy, quantum physics, healing, native spirituality, the environment and other consciousness-raising causes. Casem also incorporates a variety of different resources including books, Web sites and various organizations to make sure her students are exposed to a variety of viewpoints regarding the subjects they discuss. What is taking place in the classroom is having a positive outcome outside the classroom. "Through our discussions, I have become a lot more politically involved, whereas I used to think there was no point because I couldn't make a difference or make any changes," said Courtney Riley, an undergraduate student from New Albany, Ohio. "It has to start somewhere … and one voice can grow into many and that can make a difference. You have the control to change yourself and the world you live in." Several guest speakers have been invited to the class including Bertice Berry, Ph.D., an internationally renowned author and sociologist who uses humor to raise awareness; SCAD art history professor Margy Betz, Ph.D., who is passionate about women's issues, spirituality and art as well as the G8 Summit; and Elizabeth Loyd, a counselor in the SCAD health and wellness department.
Class projects were conceived with the notion of requiring the student to educate himself regarding a subject of his choice. Written briefs were required to be turned in before the initial design work was started. "I have learned that it is important to research both sides of the social concern before beginning a design, "said Leslie Noe, graphic design graduate student from Mount Pleasant, S.C. "Some people choose to portray both sides of the controversial subject, while others choose to concentrate on one position only." Students' projects have encompassed a variety of work including Web sites, direct mail packages, posters, ads, billboard, flyers, newsletters, brochures and packaging. The students' initial project centered on a personal issue. Topics included over-commercialization, media, women's rights, sport utility vehicles, overpopulation, world hunger, biotechnology, animal rights, drinking and driving, and environmental issues. Students may use any medium to effectively communicate to their target audience. Students have not been confined to books and Web sites to learn about organizations that have sparked their interest. For one project students were required to choose a nonprofit organization and meet with them, via phone or personal interviews, to discuss the organization's specific needs and wants regarding graphic materials. "The students are very excited to create 'real' projects for people in need but the course does not demand that they give their work to them. That's an option, but one I think they're eager to take," Casem said. For J.P. Moncada, a graphic design graduate student from Colombia, the benefits of the class went far beyond learning about social issues in regard to the designers' role in educating the viewer. "Aside from Professor Casem's vast knowledge on world issues and topics at hand, I can say the whole class learned how to deal with clients, become art directors, and support classmates," he said. "The projects were not only constructive but became great portfolio pieces. More classes should follow the format of dealing with clients (nonprofit); its a win-win situation." Graduate students, required to give presentations to the class focusing on groups or individuals who have donated in some way to a particular cause, have completed projects on a variety of individuals including the Dalai Lama, Bill Maher, PETA, Hope Meadows, The Rural Studio, Habitat for Humanity, Jane Fonda, the musical group Outkast, Benetton Colours, the Earth Liberation Front and Keith Haring. While this class obviously brings a greater understanding of chosen issues to the students it also strikes a personal cord in Casem. "I don't want to be cursed by my grandchildren and great grandchildren; I want to be lauded for helping turn the world around," she said. "As each one of us wakes up, we raise the energy and consciousness of those around us, which in turn, impacts and enhances the collective conscious. It's not enough just to passively control our thoughts, words and deeds, now it's time to take direct action. Individually, we are powerful, collectively, we are power." While Casem has obviously made an impact on her students, what she has taught them will go far beyond what they have learned in the classroom. Perhaps the lesson learned can be summed up in the words of Senagama: "As designers we shape the messages the public absorb every day. This communication is in our hands." Blaho is communications coordinator at SCAD. |
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